Mumbai, Nov 4 (IANS): Converging marketing technology (Martech) and advertising technology (Adtech), event-triggered and real-time marketing techniques, personalisation, and use of contextual clues are the four key forces that point to a data-centric future for marketers, Gartner said on Friday.

According to market research firm Gartner's 'Hype Cycle for Digital Marketing and Advertising, 2016' report, personalization and personification technology profiles are maturing at a rapid rate, as marketers look to create one-to-one opportunity while balancing consumer concerns about privacy and security.

"Real-time and event-triggered marketing are a key focus for marketers and advertisers alike," said Mike McGuire, Vice President, Research, Gartner, in a statement. 

Product categories such as data management platforms (DMPs), marketing analytics, marketing automation and predictive analytics are increasingly shared in Martech and Adtech stacks.

The use of the contextual clues signaled by consumer and usage of mobile devices is driving marketers' overall interest in proximity marketing, the Internet of Things (IoT) and wearables.

"As all forms of marketing look for greater efficiency and effectiveness, predictive analytics are rapidly gaining the attention of advanced marketers," added McGuire.